Absolutely there can be too much of it! I'm rather annoyed by "mwah," personally. I'm more of a "blang" fan.

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Love it! I like mwah in certain situations, but I really like higher action, so I get my mwah when I want it by forcing it out of the notes with a slide or vibrato rather than by letting the instrument do it for me. So, it's more of a growl than a mwah, but who wants to bicker about the definition of those terms?

But too much mwah can be cloying, unless you're doing a recording for the weather channel or Otis Elevator Corp. Well, it's still cloying in that context, but at least it's genre-appropriate.